I recently had the pleasure of sitting down with Dr. Madeline Ann Lewis on her show Success for Women, and we dove deep into something I’m incredibly passionate about: helping business owners [sell with Heart Not Hustle™](link to homepage).
Dr. Lewis opened up about something I hear all the time: “I’m just not good at sales.”
Here’s what I told her (and what I want you to know): Sales isn’t a personality trait. It’s a skill set.
You don’t have to be born a “natural salesperson.” You just need to understand that selling is serving.
The Heart Not Hustle Philosophy
Dr. Lewis asked me to explain what Heart Not Hustle really means, especially in today’s sales environment.
Coming from years in Fortune 500 pharmaceutical and medical device sales, I saw firsthand how the hustle and grind can drain you. But here’s what I learned: sales doesn’t have to feel like you’re manipulating people or being pushy.
It’s about operating from a place of integrity, grace, and confidence. It’s about serving the person in front of you—not worrying about how you’re going to get their money.
When you focus on creating value through the eyes of the buyer and showing them how they benefit, you’ll sell more. But we often forget that part and jump straight to “how am I going to close this deal?”
The Pricing Problem Nobody Talks About
One of the biggest topics we covered was pricing, and let me tell you, this is where mindset shows up in a major way.
Dr. Lewis shared something many of us experience: the fear that if you price too low, people think you’re not that good. But if you price high, you worry they won’t buy.
I told her about one of the most common mistakes I see in sales: selling from your own wallet.
Sales reps (and business owners) often price based on what they think someone can afford, rather than the actual value of what they’re offering. But here’s the truth: it’s not your money. Your client’s financial decisions are not your business.
As one of my clients once said, “We have to be careful not to sell people from our own wallet.”
People will buy what they want. They’ll figure out the money if they truly value what you’re offering.
Know Your Worth and Charge For It
If I could leave you with one piece of advice from our conversation, it would be this: Know your worth and charge for it.
Whether it’s your personal brand in corporate or your business, value that thing. Don’t back down from it. Show up and go get it.
There’s nothing wrong with making good money and then doing good things with it.
Dr. Lewis and I also talked about the mindset work that has to happen before you can show up confidently in sales. I walk my clients through what I call the Fear to Faith™ cycle, because understanding where your fears come from is critical to moving past them.
Ready to Transform Your Sales Approach?
If you’re tired of feeling like sales is something you “just can’t do,” I want you to know there’s a better way.
In my Hello Clients, Hello Cash course, I walk you through the exact 12-step process to build your authentic sales process and start winning more clients with confidence.
Or if you’re ready for personalized support, book a free strategy call and let’s talk about how 1:1 coaching can help you master your complete sales process.
Not sure where to start? Take the Sales Assessment to get to the root of why your sales process may not be closing the clients you want.
Watch the Full Conversation
Ready to hear the complete discussion? Check out my appearance on Success for Women with Dr. Madeline Ann Lewis.
